与之前的“竞争策略”(https://www.coursera.org/learn/competitivestrategyzh)相比，“高阶竞争策略”课程将在讲解新课题和新模块的同时，结合更多实际案例并提供更多与学生互动交流的机会。
在“高阶竞争策略”课程中，我们将研究企业如何通过增加转换成本和推进战略客户锁定来建立和维护客户群。探索企业如何通过寻求适当的价格歧视和产品差异化策略来提高收益。
我们将举例介绍在欧盟竞争政策和美国反垄断政策前提下可接受的行为，并且找到企业通过战略性利用网络效应和规模经济来增加回报的方法。我们会进一步强化新学的有关网络效应的知识，并讨论专门为网络市场定制的策略。
我们还会分析兼并和收购的运作方式，此外，帮助您思考有助于公司有机增长的其他策略。
This is a Chinese version of Advanced Competitive Strategy. You can find the original course in English from our course catalog.
【 此版本是Coursera首次尝试推出的中文翻译版。课程视频为英文原版附中文字幕，课程页面和测验已译成中文，帮助中心提供中文支持。此版本仍在测试中，欢迎批评指正。】

Ministrado por

Tobias Kretschmer

Professor

Transcrição

So first of all we need to understand the benefits of price discrimination and why companies can and should use it as a strategic tool. So, why would we want to price discriminate? Why charge different people different prices for basically the same good? Well, let me give you a very simple example that I think is going to illustrate why we do this. So, let's imagine you subscribe for a magazine, and we've got two different groups of consumers. We've got students, which have a reservation price of 300 Euros, or dollars, or whichever currency. We have non students, which have a reservation price of 470. So they're slightly more rich, they're slightly more affluent, and they can spend more money on that. Now, if we couldn't charge different prices for different people, then we have two choices. We can try the price of 300 Euros, which is going to give us, purchases by both students and non students, and it's going to give us revenues of 600 Euros. If we charge the price of 470 Euros, it's going to mean that only the non students buy and overall we make a revenue of 470 Euros. So we're basically looking at a trade-off. Either we charge a high price and we lose some customers, or we charge a low price and we lose some willingness to pay from the high value customers. Now what can we do if we price discriminate? If we price discriminate, we could charge students a price of 300 Euros, and we could charge non students a price of 470 Euros. This is going to mean that we sell to the non students for their willingness to pay, and we sell to the students for their willingness to pay. So overall, both are going to buy. And our overall utility or overall revenues are going to be 770 Euros. So, that's basically the rational for price discrimination, for charging different people different prices for basically the same good of for similar goods. Stay tuned, there's more to come. Okay great. So, price discrimination is something that helps us to efficiently skim off our consumer's willingness to pay. Let's find out how this is in line with product differentiation. [BLANK]